Influencer

T. Bettina Cornwell is Professor of Marketing and the Philip H. Knight Chair in the Lundquist College of Business at the University of Oregon. She also serves as Head of the Department of Marketing. She is known for her research in marketing communications and for her work at the intersection of marketing and public policy. In addition to academic research, Cornwell works with companies and non-profits on branding and communication strategy. The second edition of her book, Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events was published with Routledge in 2020. Cornwell’s Ph.D. in marketing, with a minor in cognitive psychology, is from The University of Texas, Austin, as is her MBA with an emphasis on international business. Her B.A., also in business, is from Florida State University. Helen Katz is Senior Vice President, Global Research Lead in the Data Sciences Practice of Publicis Media. She is a trusted industry expert on research, with a particular focus on data quality and reliable measurement. Katz has served in various strategic research capacities within Publicis Groupe. She started her industry career at DDB Needham. She has also worked in academia, beginning as an advertising professor at Michigan State University. Currently, she is an adjunct professor at DePaul University. She has published three textbooks on advertising and media, the most recent of which is The Media Handbook (7th edition, 2019). Katz has a Ph.D. in Communications and an M.S. in Advertising from the University of Illinois, and a B.A. in English Language & Literature from the University of London.

1. Introduction to Influencers 2. Influencers in Marketing Ecosystems 3. Endorsers and Influencers Clarifying the Boundaries 4. Who Are the Influencers? 5. How Influencers Are Regulated 6. Barriers and Challenges to Consider 7. How Influence is Measured and Evaluated 8. The Future for Influencers